Principles of marketing / Philip Kotler and Gary Armstrong
Publication details: Harlow : Pearson Education, [c2016]. Edition: 16th edDescription: 731 p. : ill. ; 28 cmISBN: 9781292092485Subject(s): Marketing -- Textbooks | Marketing -- Management | Marketing -- Management -- Textbooks | MarketingDDC classification: 658.8 KOT| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
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English Lending
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Villa College Library | Villa College Library | 658.8 KOT (Browse shelf(Opens below)) | Available | 12247 | ||
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English Lending
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Villa College Library | Villa College Library | 658.8 KOT (Browse shelf(Opens below)) | Available | 8742 | ||
|
English Lending
|
Villa College Library | Villa College Library | 658.8 KOT (Browse shelf(Opens below)) | Available | 8743 |
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| 658.8 KOT Marketing management | 658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / | 658.8 KOT Marketing management | 658.8 KOT Marketing management / | 658.8 KOT Principles of marketing / |
Contents:
Part 1. Defining Marketing and the Marketing Process
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Part 2. Understanding the Marketplace and Customer Value
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Business Markets and Business Buyer Behavior
Part 3. Designing a Customer Value-Driven Marketing Strategy and Mix
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communications
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct, Digital, Mobile, and Social Media Marketing
Part 4. Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
Includes bibliographical references and index.
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